'Bingo' numbers align for ABC.com

'Dancing,' 'Lost,' 'Grey's' fuel Disney portal to top of the pack

ABC.com saw sizable traffic increases in May, according to Nielsen//NetRatings, fueled by a midmonth push from the network's new series "National Bingo Night" and the finales of its top primetime shows.

The Walt Disney Co.-owned portal edged NBC Universal's site for the top spot in the broadcast media category for the month with 14.5 million unique visitors, a nearly 75% increase from April and an 81% increase year-over-year. The site saw its biggest increases last month for the week ending May 20, when it had 7.1 million uniques, up 69% from the previous week.

This jump came thanks in large part to the May 18 debut of "Bingo." During the week before the premiere of the show, 3 million bingo grids were downloaded from the site, a number that has continued to increase, said Alexis Rapo, vp digital media at ABC Television Network.

"I'm just picturing living rooms all over America with every square inch covered with cards," she joked. "That is a key element of the show for viewers at home."

"Bingo" wasn't the only reason for the traffic numbers, Rapo said. The finale of "Dancing With the Stars" on May 21 and 22 also drove users to the site to vote, among other features, and the finales of the network's top shows, such as "Lost" on May 23 and "Grey's Anatomy" on May 17, also brought visitors to ABC.com.

"The traffic correlates with the top-rated shows on the network," she said.

ABC hopes to continue the momentum during the traditionally low-trafficked summer by presenting its reality series on the site's video player. In addition to "Bingo," the network will feature "The Ex-Wives Club," "The Next Best Thing," "Shaq's Big Challenge" and more on the portal.

Nielsen//NetRatings is owned by the Nielsen Co., parent company of The Hollywood Reporter.